H&M teams up with interiors brand GP & J Baker
High street fashion retailer H&M has collaborated with UK wallpaper and textile house GP & J Baker by using its prints and patterns for a womenswear collection.
Available in selected stores and online from 2 August, the range features GP & J Baker current and archival prints in designs created by the H&M in-house team.
The prints used include Magnolia, which William Turner painted for GP & J Baker in 1913, as well as Oriental Bird, Blossom and Hydrangea Bird, which are mixed with strong geometric patterns such as Fretwork.
The collection has been designed to be light and sheer and features a range of sophisticated and romantic pieces. Details include long silhouettes, puff shoulders, balloon sleeves, lace inserts and contrast print trims.
Pernilla Wohlfahrt, H&M’s design director, said: “It’s such a wonderful time in fashion for statement-making prints and patterns so we’re excited to be collaborating with one of the most prestigious textile and wallpaper houses. The pieces from the collection are feminine and strong with an effortless feel and will appeal to those who love both fashion and great print design.”
Founded in 1884 by brothers George Percival and James Baker, GP & J Baker produces fabrics, wallcoverings, furniture and trimmings. It also makes luxury fabrics, wallpapers and accessories under licence for Mulberry Home.
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Ann Grafton, managing director and creative director of GP & J Baker, said: “The prints selected are part of GP & J Baker’s unique DNA. They are some of our most iconic and most treasured designs, so to see them continuing their journey into a new arena in such an innovative and interesting way in the world of fashion is a wonderful prospect.”
